Kitchen and bath
professionals create identities for their clients every
day. Designers regularly consider lifestyle, taste and
budget to create a reflection of the client’s
personality in a room that expresses how that client
lives – and how the client wants to be perceived by
others. Yet, few of these same professionals have
developed an identity for their own business, showroom
or studio.

For example, ask any member of your community what
comes to mind when they hear the phrase “NBC.” The
answer will likely include “a peacock” or “Must See TV.”
Likewise, if you ask what comes to mind when they hear
the name “Home Depot,” they may cite orange aprons or
the familiar diagonal logo.

Now ask about your own showroom or business. If the
answer begins with “hmmm…” it may be time to give your
firm an identity overhaul.

Why You Need It
The number one reason to create a strong
identity for your business is because it will, quite
simply, help you to increase profits. In an overly
competitive marketplace, you need every advantage
possible. Home Depot and Lowe’s are engaged in a
national advertising war for market share. Their
spending has greatly stimulated the kitchen and bath
sector, but without getting into the game yourself, you
will miss some of the “collateral” benefits of their
battle.

As a retail sector, advertising consumes 6.9% of
sales and 15.1% of gross margin, according to P.K. Data,
Inc.

Artificially inflated by the national advertising war
or not, big marketing budgets are reality. And, while
you may not possess the kind of marketing budget a major
chain has, you still can enhance your profits by
creating a strong, consistent identity that makes a
statement about who you are, what you do and who you do
it for.

One of the primary purposes of marketing is to create
an identity that carves out a niche for you in your
community. Whether you specialize in high-end kitchens
or speedy bath remodels, turn-key service or
hard-to-find European accessories, you need to be sure
your firm presents a strong image that conveys who you
are to your potential audience.

To that end, you must develop and nurture an image
that clearly defines your showroom and gives you “top of
mind” awareness. The right identity will bring ideal
prospects to you. Remember, you can’t sell to someone
who thinks that the local “big box” is the only
destination for cabinets and doesn’t even know you
exist.

Defining IdentityYour identity
is the way in which the public (especially your target
customer) perceives you. It is a combination of elements
used consistently as part of your overall marketing
campaign that, over time, establishes you in the mind of
the public in the way you want to be seen.

For example, if you want to be thought of as a
high-end design firm, your identity can encourage the
right customers and discourage those who are more budget
conscious. You don’t have time to waste on price
shoppers, and a properly promoted identity will help
pre-qualify customers and eliminate the time wasters
before they ever set foot in your showroom.

So, how do you begin creating a strong identity for
yourself? Consider the following elements:

Logo – The graphic representation of the name of
your company, usually a combination of letters and
symbols. This not only should be visually appealing,
but also speak to the type of clientele you are
targeting. For instance, an elegant, understated logo
may work better for an upscale client base, while
something bolder and more colorful may work better for
a more mid-scale, family-oriented clientele. Something
high-tech-looking may hold special appeal for
Generation Xers, while a mature clientele may respond
more positively to beautiful, old-fashioned scripted
initials.

Positioning Line/Statement – A statement that
expresses how you want the public to see you. This
statement should also illustrate what differentiates
you from the pack.

Colors – A color or color combination, used
consistently on all marketing materials, ads,
television, Web sites and collaterals, which helps
establish continuity and makes your image memorable.
Each color has a psychological profile, so you may
want to consider the underlying message before making
color choices.

Typeface – The typeface used in all of your
written materials, which sets a tone and enhances your
image. Your logo typeface and the one you use in your
ads and collaterals can be different, but should blend
together well, and you should be sure your typeface is
easy to read.

Icons/Symbols/Shapes – Whether an offshoot of your
logo or simply a geometric shape that works well for
you, a recurring icon, symbol or shape can reinforce
your image.

Message – The way you express who you are in your
marketing and advertising.Developing your identity
is a process, not unlike the design process for your
client’s new kitchen. Your identity is strategically
developed based on a combination of how you’d like to
be perceived, market research and personal taste. The
process requires patience and resources; it’s
developed over time, and should be nurtured and
tweaked as conditions require.

Two approachesThe ABCs of developing an
identity can be examined through the actual steps taken
by two different firms with different objectives,
different paths and different tastes. The first example,
Royal Cabinet Co., has been a Hillsborough, NJ fixture
since 1962, designing and manufacturing custom
cabinetry, as well as designing and remodeling kitchens,
baths and other rooms. In 2001, owner Paul McDonald
decided to:

1. Begin distributing Royal Cabinetry nationally.

2. Increase local awareness of the firm’s remodeling
side of the business.

To meet his goals, McDonald wanted collateral
materials that would get the ball rolling. Although he
didn’t realize it at the time, that decision began the
process of developing an identity for Royal Cabinet Co.
– an identity that needed to work for both the dealer
market and the local remodeling market.

McDonald knew he wanted some sort of brochure or
booklet to showcase the Royal Cabinet line, as well as a
pocket folder for prospective in-showroom clients and a
new Web site.

The first thing was a review of the logo, which had
been updated one year earlier. The logo had achieved
recognition in the marketplace and possessed a simple
elegance that the firm was comfortable with, so McDonald
decided to stick with it. In designing the brochure,
it was determined that an eight-page booklet format
would best suit the objectives. Simultaneously, the
designer began work on the pocket folder. Decisions that
would shape the new Royal Cabinet identity were made at
this phase of the development. They included:

Colors – The Royal Cabinet logo is reflex blue,
and this was incorporated into the design. More
important than color, however, were decisions made
regarding texture. Royal Cabinet Co. manufactures
cabinetry, so maple and cherry wood were incorporated
as a major element at this point. The cherry bar and
maple background have become identifiable features in
print ads, on television and on the Web site. In
addition, the designer looked at the sales process
Royal Cabinet uses and developed a blueprint motif
that was used in both the pocket folder and the
booklet.

Positioning Line – For the cover of both the
booklet and the pocket folder, a positioning line was
developed that reflected the identity Paul wanted to
project – “quality crafted cabinets designed for
life.”

Symbols/Icons/Shapes – The oak leaf center of the
Royal Cabinet logo was used as an accent and bullet on
the front of the booklet design, on the Web site and
in print ads. The lines from the logo background are
used prominently on the Web site, as well.

Typeface – A typeface complementary to that used
in the logo was selected.

Logo – The existing logo was incorporated into the
new identity and its elements used liberally.

Message – The message for local advertising was
developed to position Royal Cabinet Co. as a home-town
company that combines old-fashioned craftsmanship with
state-of-the-art manufacturing techniques. For
potential dealers, the “home-town” appeal is a bit
more understated.

The Royal Cabinet Co. identity was enhanced through
graphics that could be used on everything from black and
white ads, a fax cover sheet and embroidered shirts to
TV commercials.

As the identity developed from the initial elements,
McDonald understood the benefit of publicizing that
identity. Booklets and pocket folders were handed out,
but McDonald wanted to reach a larger audience, so the
firm began a television campaign and magazine
advertising. In both instances, the ads reflected the
same cherry and maple format established as the graphic
elements of his identity. In addition, his distributors’
catalogs feature the Royal Cabinet identity on the
cover.

All of the Royal Cabinet marketing materials and ads
promote the Web site (www.royalcabinet.com), while an
aggressive Web marketing program was put in place to
help generate internet leads.

McDonald notes, “Intellect-ually, I’ve always
understood the benefits of becoming recognized through
identity, logo or even positioning a line, but running
the business always cut into the time I should have put
toward marketing an identity. Now that I’ve made the
investment in identity development, ongoing marketing
decisions are easier. As we develop more things, such as
a CD-ROM slide show, we stick to the already establish
identity; and things are beginning to compound. In the
year or so we have been ‘out there,’ people in our
community know us by name, and our dealers are thrilled
to represent a company whose look of stability,
craftsmanship and elegance help them sell
kitchens.”

Going for GrowthThe second
example, the Raleigh, NC-based Triangle Design Kitchens,
is owned by Bill Camp, CKD, and has been around for over
28 years. Camp decided in 1999 that it was time for his
firm to make a concerted effort to achieve three
objectives:

1. To increase revenues by increasing the value of
each job without having to hire additional staff or
spend more time at work.

2. To make members of the community aware that they
did not have to go to Washington, DC or Atlanta, GA to
get unique, custom or high-end products.

3. To make the showroom “by appointment only,” since
too much time was being taken up by window
shoppers.Camp, too, felt he had a lot of equity
built up with his logo, and did not want to change it.
The firm did, however, take a good look at its marketing
plan, including media, collateral development, public
relations and an Internet strategy.

Colors – Triangle Design Kitchens’ logo colors
were gray and blue, but were set aside for black and
red, which gave the impression of European elegance.

Positioning Line – A specific positioning line was
never developed as a part of Triangle Design Kitchens’
identity. However, consistent use of key words and
phrases in the headlines and body copy achieved
similar objectives. The Web address is always
prominently featured in ads and on collaterals in much
the same way a positioning line is used.

Message – The message remained consistent,
stressing the unique position the firm holds in the
marketplace, and mentioning exclusive lines by
name.

Symbols/Icons/Shapes – Rather than utilizing
elements of the firm’s logo, simple geometric shapes –
rectangles and circles – were used in ads and
collaterals to accent and to lead the reader.

Typeface – Avant Garde was chosen for the
headlines and copy of all Triangle Design Kitchens’
ads. It blends well with the Times New Roman of the
logo and complements the European image being
established.

Logo – The existing logo was incorporated into the
new identity. With the marketing campaign set, the
identity was created with the initial set of ads.
Triangle Design Kitchens was aggressive in its
advertising, presenting itself in the area’s lifestyle
and business magazines, as well as cultural event
programs with full-page, full-color ads. Each
full-color ad features a black background, one or two
images of a kitchen, red accent shapes, a headline,
body copy and the Web address. Over time, Triangle
Design Kitchens has become instantly recognizable in
its market – so much so that as the North Carolina
economy took a dip, Camp was able to downsize his ads
to quarter pages and still be recognized at a glance.
In addition, the firm supports the local NPR (National
Public Radio) affiliate with announcements driving
listeners to the online showroom –
www.triangledesignkitchens.com.

With all advertising leading to the firm’s Web site,
as well as an aggressive Web marketing program, the site
has become the first line of sales. Over 80% of
prospective clients have been to the Web site before
they call for an appointment, Camp reports.

Developing an identity has met Camp’s initial
objectives and given him an edge with the competition,
he says, explaining, “After maintaining a consistent,
integrated marketing campaign for three full years, I
can honestly say people know us; they recognize our ads,
they have been to our Web site and are familiar with our
services, philosophy and staff. Potential clients often
are able to tell us exactly what product they want on
their initial visit based on their having viewed
previous jobs on our showroom pages, visits to our
suppliers Web sites from the links on our Partners page
or from kitchens shown in our print ads. Thanks to the
identity we have created and nurtured, I believe that
when the Expo Design Centers decides to invade Raleigh,
they will have to compete with our established base,
rather than vise versa.”

Regardless of location, competition, years in
business, specialty, sales or size, you will benefit
from developing and nurturing a strong identity. The
industry is changing; you cannot bet your future on
referrals or the Yellow Pages alone. To compete
efficiently and effectively, your business must have a
strong identity that gives a clear indication of who you
are and what you do. Equally important, your identity
must be marketed in such a way as to ensure that your
target audience recognizes it and thinks of your firm
when its members decide to renovate their kitchen or
bathroom. All it takes from you is desire,
determination, patience – and an investment in time and
resources to make it happen.

Philip D. Zaleon is
founder and president of Chapel Hill-based Z promotion
& design – a full-service integrated marketing and
creative agency focusing on the kitchen and bath
industry. Prior to this, Zaleon was v.p./ research &
development for a new technology-based communications
firm. He also worked in the television industry as a
graphic designer, producer, director, animator and
marketing director at top 30 (TV) market affiliates, as
well as CNN.